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Brand style guide Brand style guide Document Transcript

  • Brand IdentIty GuIdelInes
  • COntents seCtIOn One - IntrOduCtIOn and BaCkGrOund 1.1 Letter from Director of Consumer Marketing 1.2 Purpose and use 1.3 History of Reliant and the creation of Fraxel Laser Technology 1.4 Relationship between the Fraxel product line and Reliant 1.5 The Fraxel brand mission and corporate statements 1.6 Fraxel Brand Voice and Verbal Attributes 1.7 Audience groups seCtIOn twO - lOGO, standards 2.1 Fraxel Brand Logo and Logotype 2.2 Approved Fraxel Brand Logo Usage 2.3 Approved Fraxel Brand Logo Color Usage 2.4 Product Line Logo Usage - Consumer 2.4.1 Product Line Logo Usage - Consumer 2.5 Product Line Logo Color Usage - B2B 2.6 Logo do’s and don’ts - Do’s 2.7 Logo do’s and don’ts - Dont’s seCtIOn three - tyPOGraPhy 3.1 Typography / Font Family 3.2 Typography Usage 3.3 Product Line references within text - Consumer and B2B seCtIOn FOur - COlOr Palette and PhOtOGraPhy 4.1 Fraxel Brand Corporate Base Color Palette 4.2 Fraxel Product Line Key Color Palette 4.3 Faces 4.4 Abstracts – Horizontal Examples 4.5 Abstracts – Vertical Examples seCtIOn FIve - desIGn systeM 5.1 Design Grid 5.2 Collateral and Advertising - Consumer (Faces of Fraxel) 5.3 Collateral and Advertising - Consumer (Fraxel Lifestyles) 5.4 Collateral and Advertising - Consumer (Product Line Advertising, version 1) 5.4.1 Collateral and Advertising - Consumer (Product Line Advertising, version 2) 5.5 Collateral and Advertising - Consumer (Fraxel Family of Products) 5.5.1 Collateral and Advertising - Consumer (Fraxel Family of Products) 5.6 Collateral and Advertising - B2B (Product Collateral) 5.6.1 Collateral and Advertising - B2B (Product Collateral) 5.7 Collateral and Advertising (Invitation 1) 5.8 Collateral and Advertising (Invitation 2) 5.9 Collateral and Advertising (Fraxel.com) © 2008 reliant technologies, Inc.
  • What began in 2001 as a group of scientists uniting to create a new solution for aging seCtIOn 1 – IntrOduCtIOn and and sun-damaged skin, has quickly evolved into the industry standard for laser-based, BaCkGrOund non-surgical skin resurfacing treatments. 1.1 Letter from Director of The rapid adoption of Reliant’s true fractional lasering technology is no surprise and the Consumer Marketing success of our Fraxel® product line is certainly no accident. Rather, it is the culmination of steady, methodical advancement based on sound ideals and a well-defined product plan for sustained growth. As Fraxel product offerings continue to grow and develop, managing the value of the Fraxel brand becomes more and more important. Just as the Fraxel product line is fueled and directed by a deliberate plan, this document serves as the plan for managing and building the Fraxel brand. Built on a solid brand foundation this document outlines the tools at our disposal to help all communications maintain consistency as we continue our rapid growth. The Fraxel brand standards and usage guide serves as the definitive brand identification system for the Fraxel product line guiding the development and presentation of messaging to each of our target groups. This system is the culmination of market research and strategic choices, as well as extensive experience in the management and activation of similar brands. These guidelines offer simple directions and guardrails to keep the Fraxel brand identity on track, assuring unity, consistency and, we hope, a resource to answer your questions and make your job a little easier. Jim Venable Director of Consumer Marketing 1.1
  • This manual is intended to guide team resources responsible for implementing brand seCtIOn 1 – IntrOduCtIOn and messaging and visual communications for the Fraxel® brand. The principles set forth are BaCkGrOund meant to channel and enable – rather than inhibit – creativity. As such, they should always be implemented with sound judgment based on established design principles with an eye on 1.2 Purpose and use elevating message and enhancing consistency across all communications. The standards outlined within this document are to be followed by every individual responsible for the design and application of printed and web applications for the Fraxel brand. 1.2
  • About Reliant Technologies In 2001, a group of prominent laser scientists, leading clinicians, and business executives seCtIOn 1 – IntrOduCtIOn and came together with a shared vision. They vowed to bring a new intelligence and a fresh approach to the problems of aging and sun-damaged skin. Their work would lead to BaCkGrOund the creation of a new science and clinical approach that would fulfill the promise of laser 1.3 History of Reliant and the creation of Fraxel Laser medicine. Technology The Reliant team created a breakthrough in laser delivery by focusing on “true fractional” laser treatments. In the hands of clinicians worldwide, the proprietary Fraxel technology platform has changed the treatment paradigm, elevating results and making new, safer treatment options available to patients around the globe. With this revolutionary technology and growing product portfolio, the Fraxel® brand is positioned for growth and prepared to meet the challenges of the future, by becoming the new market leader in aesthetic laser medicine and surgery. About Fraxel Laser Technology and the Fraxel Product Line Think of pixels in a photo when you think of Fraxel® Laser Treatment (FLT). If you look at a newsprint photo up close, you’ll see that the image is actually comprised of thousands of tiny spots of ink. Similarly, Fraxel Laser Technology produces thousands of tiny treatment zones on skin, but just as important are the areas of skin the Fraxel laser leaves untouched. The Fraxel laser is so precise that it penetrates through the first layer of skin, as if it were a window, and leaves it completely intact. For every microscopic treatment zone the laser targets and treats intensively, it leaves the surrounding tissue unaffected and intact. This truly “fractional” treatment allows the skin to heal much faster than if the entire area were treated at once, using the body’s natural healing process to create new, healthy tissue to replace skin imperfections. 1.3
  • The Fraxel® product line – including Fraxel re:fine™, Fraxel re:store™, Fraxel re:pair® seCtIOn 1 – IntrOduCtIOn and and Fraxel Skin Ecology System – comprises one of the family of products under the BaCkGrOund Reliant corporate umbrella. 1.4 Relationship between the Fraxel product line and Reliant Though a part of the larger corporate entity, the Fraxel brand is distinct in look, feel and tonality. The relationship to the corporate brand – especially in consumer-facing messaging – is rarely overt or direct, with the brand instead relying on its own independent voice to communicate brand benefits. 1.4
  • As a basic building block for consistent communications, we have developed key seCtIOn 1 – IntrOduCtIOn and message statements and phrases to provide a verbal snapshot of what the Fraxel® BaCkGrOund brand stands for. Key messages can be applied to boilerplate statements in press releases or to introduce the company in a brochure or a lecture. 1.5 The Fraxel brand mission and corporate statements About the Fraxel Systems The Fraxel® family of products, which includes the Fraxel re:pair®, Fraxel re:store™ and the Fraxel re:fine™ laser systems, has quickly become the industry standard for fractional aesthetic skin treatment. Unlike traditional laser devices, Fraxel brand laser systems treat microscopic volumes of skin with each unique pulse, leaving the surrounding area intact for fast healing. Fraxel lasers have received multiple FDA clearances and have been found safe and effective in treating many areas of the face and body. The Fraxel Skin Ecology System is the only uniquely formulated cosmeceutical line designed to enhance the experience of Fraxel treatment. The versatility of the product line ensures that patients can choose the best treatment for various stages of their lives as their skin care needs evolve. About Reliant Technologies Reliant Technologies develops clinical solutions to rejuvenate aging and environmentally damaged skin. Reliant is dedicated to providing the most ergonomic and effective products to the global aesthetic marketplace. The company pioneered the development of fractional laser resurfacing that relies on novel high-speed scanning systems and the Intelligent Optical Tracking® system to produce safe and effective results with minimal recovery time. Reliant is based in Mountain View, CA. For more information, visit www.fraxel.com. 1.5
  • In all verbal and written communication, the Fraxel® brand voice should sound like seCtIOn 1 – IntrOduCtIOn and that of an expert – albeit an approachable expert – who explains technology and user BaCkGrOund benefits simply, in transparent and easy-to-follow language. The brand vocabulary should be one of plain speak over technical, clear language as opposed to obtuse, short 1.6 Fraxel Brand Voice and Verbal Attributes words instead of long. Reliant has defined several key, elemental words that quickly and clearly define the Fraxel brand and product line – the Fraxel Verbal Brand Attributes. These terms should be communicated as often and as clearly as possible in the expression of the Fraxel brand and its applications. Each piece of communication from press releases to collateral pieces should be checked for alignment and incorporation (but not overuse) of these brand attributes. Brand Attributes: Contemporary Prestigious Accessible Luxury Aspirational Credible Quality Safe Innovative 1.6
  • Every piece of brand communication should be targeted to specific audience groups to seCtIOn 1 – IntrOduCtIOn and address their specific needs, questions or concerns. That said, often times consideration BaCkGrOund must be given to multiple audiences that will be exposed to any single communications piece. 1.7 Audience groups Core audiences for the Fraxel product line include: Consumers and Consumer Influencers Target Segments Consumer Media Physicians and Clinicians Plastic Surgeons Dermatology Professionals Non-Core MDs (OB/Gyns, GP, etc.) MedSpas Internal Employees Board of Directors Peer Community Corporate Partners Industry Media Competitors Recruits 1.7
  • Brand IdentIty GuIdelInes SECTION 2 - LOGO, STANDARDS
  • seCtIOn 2 - lOGO, standards The Fraxel® Brand Logo is made up of the Fraxel The Fraxel logomark is based on the 2.1 Fraxel Brand Logo and Logotype logotype and logomark which together serve golden section, a mathematical formula of as the visual cornerstone of our brand. proportion used by artists and architects in the Renaissance that was thought The Fraxel logotype is Contemporary, to be most aesthetically pleasing of all Accessible, Credible, Quality and Innovative. proportions. The Fraxel logomark marries the elegance of mathematical logic and the freedom of organic growth to create a spiraling abstraction that feels both natural and precise. It alludes to both the technology of the Fraxel product line and the process of growth and regeneration the brand uniquely enables. 2.1
  • seCtIOn 2 - lOGO, standards The Fraxel® Brand Logo consists of two graphic Clearance 2.2 Approved Fraxel Brand Logo Usage elements - the logotype and logomark – that Always ensure that the proper amount of are never to be separated. The proportions of clearance space separates the Fraxel Brand these two elements are also a constant not to Logo from any other graphic elements. (See be altered. Only approved logo artwork is to clear-space matrix below.) be used for any brand communications. For access to approved logo artwork in a variety of formats, contact brand@fraxel.com. Burgundy (Coated) Burgundy (Uncoated) Pantone PMS 7421c Pantone PMS 7421u cmyk 0 100 30 60 cmyk 0 100 30 60 RGB 120 0 50 WEB #660033 x x x x clear-space matrix x Minimum Print Size Minimum Online Size 1.00” 72 pixels 2.2
  • seCtIOn 2 - lOGO, standards Color Application 2.3 Approved Fraxel Brand Logo There are three color options for the Fraxel® When applying the Fraxel Brand Logo to Color Usage Brand Logo a photographic or patterned background, 100% PMS 7421 (preferred) place it over areas of even color and detail 100% Black to ensure optimal legibility and to maintain 100% White reversed out of a black field. the balance (please refer to page 2.7 of this (See illus. x, color options.) document for reference.) The Brand Logo can also be embossed. Registration The registration “®” symbol must always appear the same color as the logotype. 1-color signature 100% Black signature Reversed White signature 2.3
  • seCtIOn 2 - lOGO, standards As the Fraxel® family of products continues to Fraxel Consumer Product Lines include: 2.4 Product Line Logo Usage - Consumer grow, it will become even more important to Fraxel re:pairtreatment™ maintain a balance between product family Fraxel re:storetreatment™ branding – the Fraxel brand name – and the Fraxel re:finetreatment™ individual product identity for each products Fraxel Skin Ecology System and service. Product distinction must coexist within an overarching brand framework. Only Approved Fraxel Product Line Logo approved artwork can be used. Applications The Fraxel Product Line logos follow the same design principles as the Fraxel umbrella brand. x x x x x x x x x x x x x x x Minimum Print Size Minimum Online Size 1.00” 1.00” 1.00” 72 pixels 2.4
  • seCtIOn 2 - lOGO, standards Color Application 2.4.1 Product Line Logo Usage - Consumer The Fraxel® Product Line Logos are made up of When applying the Fraxel Product Logos to the Product Line Key Color Palette (page 4.2), a photographic or patterned background, PMS 7421 and 100% and 60% Black. In order place it over areas of even color and detail to maintain consistency, the preferred use of to ensure optimal legibility and to maintain the Fraxel Brand Logo is the 4-color version on the balance (please refer to page 2.7 of this a white background. document for reference.) When printing, it is preferred that PMS 7421 Registration be reproduced as a spot color. If the budget The registration “®” symbol will always dictates, Product Line Logos can be printed in appear the same color as the logotype. one-color black (with the word “treatment” printing in 60% black), or reversed to 100% white (with the words “re” and “pair” in 60% black). Product Line Logos may also be embossed. Corporate Base Color Palette Burgundy Black 60% Blk PMS 7421c CMYK 0 0 0 100 CMYK 0 0 0 60 CMYK 0 100 30 60 RGB 0 0 0 RGB 153 153 153 RGB 120 0 50 WEB #000000 WEB #999999 WEB #660033 4-color signature 2-color signature 100% Black and 60% Black signature Reversed White and 60% Black signature Product Line Key Color Palette re:pair re:store re:fine PMS 5275 PMS 5773 PMS 471 CMYK 60 47 00 30 CMYK 35 09 63 14 CMYK 00 59 100 18 RGB 85 98 147 RGB 152 173 112 RGB 206 112 25 WEB #556293 WEB #98AD70 WEB #CE7019 2.4.1
  • seCtIOn 2 - lOGO, standards Business To Business Application 2.5 Product Line Logo Color Usage - B2B Use B2B logo configurations when targeting When applying the Fraxel® Product messaging to businesses audience groups, Logos on a photographic or patterned i.e., Physicians and Clinicians. Product line background, place it over areas of even descriptors underneath the Fraxel Logo have color and detail to ensure optimal legibility been designed to relay only the product name. and to maintain the balance (please refer to The treatment of the text and the color palette page 2.7 of this document for reference.) remain the same and the overall appearance takes on very direct feel. Registration The registration “®” symbol will always appear the same color as the logotype. 2.5
  • seCtIOn 2 - lOGO, standards The Fraxel® Brand Logo and the Fraxel Product dark background, the signature should be 2.6 Logo do’s and don’ts Line Logos have been designed for use in reproduced in white and 60% black Shown a wide variety of mediums and for various on page 2.5. collateral applications. Do’s If the background is light in color, the signature should be used as recommended in two colors. Whenever the signature appears on a Acceptable color usage: 4 color product line logo on white and image color background. Acceptable color usage: 2 color product line logo on white and image color background. Acceptable color usage: Reversed white on PMS 7421 color background. Acceptable color usage: 2 color product line logo on PMS 8001 or warm grey 4 color background. Acceptable color usage: 2 color product line logo on PMS 7401 color background. Acceptable color usage: Reversed white on an environmental background. 2.6
  • seCtIOn 2 - lOGO, standards As visual illustration of the high-level Fraxel® 2.7 Logo do’s and don’ts Brand and Product Logo guidelines, below are a few examples of common misuses. Dont’s Do not use the Fraxel Brand Logomark as a Do not change the color on Fraxel Do not reposition the Fraxel product outline element. product line logomark. line logo. Do not change the color on the Fraxel Do not change the placement on Fraxel Do not use different font on the Brand Logomark. product line logo. product line logo. treatment Do not reposition the Fraxel Brand Do not change dot placement on Fraxel Do not change color on the Logomark. product line logomark. Fraxel product line logo. Do not position the Fraxel Brand Logo angled Do not use the Fraxel logomark as a graphic element or pattern. and/or place on separate color background. The logotype and logomark must not be separated. 2.7
  • Brand IdentIty GuIdelInes SECTION 3 - TYPOGRAPHY
  • seCtIOn 3 - tyPOGraPhy The core type font for the Fraxel® brand is Frutiger’s simple and legible character 3.1 Typography / Font Family Frutiger. Different weights and variations within parallel and support many of the Fraxel® the Frutiger font family are designated by the Brand Verbal Attributes: Contemporary, use of numbers rather than names to eliminate Accessible, Credible, Quality and Innovative. naming confusion. The font may be used in any Frutiger font weights, with the exception of the Ultra 95 font set. Frutiger 45 Light Frutiger 76 Black Italic ABCDEFGHIJKLMNOPQRSTUV W X Y Z ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuvwxyz 1234567890., ;:?!@ &*( ) [] { } _ 1234567890., ;:?!@&*()[]{}_ Frutiger 46 Light Italic Frutiger 47 Light Roman Condensed ABCDEFGHIJKLMNOPQRSTUV W X Y Z ABCDEFGHIJKLMNOPQRSTUV W XYZ abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuv wxyz 1234567890.,;:?!@&*( ) []{ }_ 1234567890., ;:?!@&*() [] { } _ Frutiger 55 Roman Frutiger 57 Condensed aBCdeFGhIJklMnOPQrstuv w X yZ ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuv w x yz abcdefghijklmnopqrstuv wxyz 1234567890., ;:?!@&*( ) [] { } _ 1234567890., ;:?!@&*( ) [] { } _ Frutiger 56 Italic Frutiger 67 Bold Condensed ABCDEFGHIJKLMNOPQRSTUV W X Y Z ABCDEFGHIJKLMNOPQRSTUV WX YZ abcdefghijklmnopqrstuv w x yz abcdefghijklmnopqrstuv w x yz 1234567890., ;:?!@&*( ) [] { }_ 1234567890., ; :?!@&*( ) [] { } _ Frutiger 65 Bold Frutiger 77 Black Condensed ABCDEFGHIJKLMNOPQRSTUV W X YZ ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuv w x yz 1234567890., ; :?!@ &*( ) [ ] { } _ 1234567890., ; :?!@&*( ) [ ] { } _ Frutiger 66 Bold Italic Frutiger 87 Extra Black Condensed ABCDEFGHIJKLMNOPQRSTUV W X YZ ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuv w x yz 12345678 90., ; :?! @&*( ) [] { }_ 123456789 0., ; :?!@ &*() [ ] {}_ Frutiger 75 Black ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890., ; :?!@ &*()[] {}_ 3.1
  • seCtIOn 3 - tyPOGraPhy Below are a few guideline examples of the 3.2 Typography Usage Frutiger font family, weight, size and leading for common usages. Font call-outs to be added in lIFe ChanGes yOur skIn. mechanical process. FRAXEL ® TREATMENT REVIVES IT. turn back the clock with Fraxel re:store treatment. Regain your youthful appearance with the revolutionary new Fraxel treatment. Imagine going back to a time before you worshipped the sun, before teenage hormones made your skin break out, before your little one was even a glimmer on the horizon. Imagine waking up and not only feeling ten years younger, but also looking it. Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous skin, with minimal downtime. Fraxel treatments reduce the appearance of the fine lines, sun spots and those dreaded wrinkles from around your eyes. When life changes your skin, call us today to learn how Fraxel treatment can help your restore it. INTRODUCTORY OFFER save up to $XXX on your Fraxel treatment series. For Information, please contact: Dr. Sample, M.D.,F.A.C.S. XXXX Street Name, Ste. XXX City, State XXXXX Call XYZ office to schedule your appointment. (456) 123-4567 www.webaddress.com PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc. 3.2
  • seCtIOn 3 - tyPOGraPhy Product Line references are to be used in products other than the examples above 3.3 Product Line references within heading or body text as shown below. All should be initial caps and non-italic. text - Consumer and B2B instances of the following brand references in copy, such as Fraxel re:pair, Fraxel re:store or Fraxel re:fine, should be italicized and treated as shown. Fraxel trademarked lines and Fraxel® Italicized 100% Product Color Consumer Stand alone product line text Fraxel re:pairtreatment ™ Italicized Fraxel 100% PMS 7421 Italicized 100% PMS 7421 Italicized 100% PMS 7421 Superscript 100% PMS 7421 Italicized 100% Product Call B2B Stand alone product line text Fraxel re:pair ® laser Italicized 100% PMS 7421 Italicized 100% PMS 7421 Italicized 100% PMS 7421 Italicized 100% PMS 7421 Superscript 100% Black Roman 100% Black Consumer Product line text Results You Can See and Feel. Fraxel re:pair® treatment is a revolutionary new way to correct aged and damaged skin - without the prolonged downtime or adverse reactions of other resurfacing procedures. B2B Product line text Defining a new standard for aesthetic laser skin treatment. The pioneers of fractional resurfacing bring you the Fraxel re:fine™ laser as an additional choice for the skin rejuvenation. Italicized 100% Black Superscript Other Reliant trades treatment Fraxel® family of products (HEADING OR TEXT) Results You Can See and Feel.® Fraxel® family of products results you Can see and Feel® 3.3
  • Brand IdentIty GuIdelInes SECTION 4 – COLOR PALETTE AND PHOTOGRAPHY
  • seCtIOn 4 – COlOr Palette & The Fraxel Brand Corporate Base Color Palette page. White is the dominant background color is to be used whenever general Fraxel brand and should be used in most cases. The accent PhOtOGraPhy communication materials are being developed. colors should be used as backgrounds only 4.1 Fraxel Brand Corporate Base Color guidelines relating to general Fraxel Logo when they are needed to provide variety, or to Color Palette and type treatments can be found in section differentiate sections. Accent colors are used to two of this document, Later, in section five this emphasize and highlight information and also color palette’s use is demonstrated in general used for backgrounds. Fraxel advertising and collateral applications. PMS 7421, burgundy, is the driver of our brand Please notice how this base color palette is colors. When combined with our metallic silver, used to differentiate the general Fraxel brand PMS 8001, PMS Warm Gray 4, along with an image from the Fraxel product line. Find the application of white, the Fraxel brand really Product Line Key Color Palette on the following comes to life. FRAXEL BRAND CORPORATE PMs 7421 PMs 8001 (Metallic silver) BASE COLOR PALETTE CMyk 0 100 30 60 CMyk 51 43 45 8 rGB 120 0 50 rGB 110 109 106 weB #660033 weB #6e6d6a PMs warM Gray 4 BlaCk CMyk 0 4 9 24 rGB 202 194 184 weB #bdb6b1 ACCENT PMs 7401 CMyk 0 4 18 0 rGB 255 255 204 weB #ffffcc PREFERRED BACKGROUND whIte 4.1
  • seCtIOn 4 – COlOr Palette & Each product in the Fraxel® Laser Treatment overall brand image. Examples of Product Line line is represented by a color in the Fraxel color usage can be located on pages 2.4 - 2.6, PhOtOGraPhy Product Line Key Color Palette. Colors from also 5.4 and 5.4.1. When a Fraxel Product is 4.2 Fraxel Product Line Key Color Palette the Primary Color Palette have also been highlighted in text, the burgundy, PMS 7421, included in the Fraxel Product Line Key Color is the anchor color and the associated Product Palette ensuring a close association with the Line color is used as shown below. FRAXEL PRODUCT FRAXEL re:fine™ FRAXEL re:store™ FRAXEL re:pair® FRAXEL LINE KEY COLOR Skin Ecology System PALETTE Fraxel re:pair® Fraxel Fraxel re:fine™ Fraxel re:store™ PMs 5275 Skin Ecology System PMs 471 PMs 5773 CMyk 60 47 00 30 CMyk 00 59 100 18 CMyk 35 09 63 14 PMs 7407 rGB 85 98 147 rGB 206 112 25 rGB 152 173 112 CMyk 19 25 100 0 weB #556293 weB #Ce7019 weB #98ad70 rGB XXX X XX weB #XXXXXX Fraxel re:fine Orange: Fraxel re:store Green: Fraxel re:pair Blue: Fraxel Skin Ecology System Gold: Signifying transition This soft green is This deep rich and a youthful, glowing abundant in nature and blue embodies the Denoting prestige, vibrancy, this warm hue signifies health, renewal intelligence and luxury and grandeur, conjures the movement and the subtle, natural confidence that comes this rich color is the into something new, regrowth that the with experience as well embodiment of the the sunrise that comes Fraxel re:store product as the subtle restorative Fraxel Brand Attributes between darkness promotes. power of the Fraxel and the ability of the and daylight and re:pair product to Fraxel Skin Ecology the opportunity of a cool the aging process System to bring skin refreshing rejuvenation and a return the fresh to its full wealth and that Fraxel re:fine vibrancy of youth. potential. product provides. FRAXEL CORPORATE BACKGROUND BASE COLOR PALETTE PMs 7421 PMs warM Gray 4 BlaCk PMs 7401 CMyk 0 100 30 60 CMyk 0 4 9 24 CMyk 0 0 0 1 0 0 CMyk 0 4 18 0 rGB 120 0 50 rGB 202 194 184 rGB 153 153 153 rGB 255 255 204 weB #660033 weB #bdb6b1 weB #999999 weB #ffffcc FRAXEL PRODUCT LINE TYPE COLOR EXAMPLE Fraxel re:finetreatment™ Fraxel re:storetreatment™ Fraxel re:pairtreatment™ Fraxel Skin Ecology System 4.2
  • seCtIOn 4 – COlOr Palette & Photographic imagery should enhance and elsewhere). Typically, Fraxel consumer portraits support the essence of the Fraxel® Brand are silhouetted from their original background PhOtOGraPhy Verbal Attributes through our brand voice – and instead inhabit a white or abstract 4.3 Faces contemporary, prestigious, accessible luxury, background. credible, quality and innovative – all while complementing the clear and sophisticated Tone look of our brand. Attitudinally, Fraxel portrait faces typically include: When it comes to photography use, often times • A look of subtle confidence or conspiratorial the medium drives usage parameters. These spirit are not hard-and-fast rules. Whenever possible, • An aspirational attractiveness, but not color imagery is preferred for use with all “supermodel” advertisements and marketing materials. • A real-life, real-world look and setting • Easily clipped/silhouetted background Posing The consumer portrait photography used Composition with the Fraxel brand should be realistic, Portrait photos should be cropped tightly casually-posed shots that show full facial around the face, with no discernible features. Subjects should appear in naturally lit background showing. Portraits with stylized environments, facing or looking at the camera “technique” elements such as blurring or forced (or at least squared to camera with visual focus perspective should be avoided. CORRECT INCORRECT Do not use photographs with Do not use photographs that look Do not use photographs with artificial busy backgrounds. mediocre—through subject matter, style lighting or showing heavily made-up or when cropped. models. 4.3
  • seCtIOn 4 – COlOr Palette & Abstracts environmental factors that affect our skin. The Abstract environment photography consists of images should not be overtly representational, PhOtOGraPhy out-of-focus photographs of real environments. since they are intended to communicate 4.4 Abstracts – Horizontal Examples These images create a narrative about the an impression rather than convey specific world we live in, which includes different information. CORRECT 4.4
  • seCtIOn 4 – COlOr Palette & The out-of-focus effect is created in-camera, restricted to full-bleed backgrounds or at a and whenever possible, images should not be minimum, bleeding off at least two edges of PhOtOGraPhy blurred digitally. Use of abstracts should be the page or panel. 4.5 Abstracts –Vertical Examples CORRECT 4.5
  • Brand IdentIty GuIdelInes SECTION 5 – DESIGN SYSTEM
  • seCtIOn 5 – desIGn systeM The Fraxel® grid is a precisely constructed brand consistency among multiple collateral 5.1 Design Grid system of underlying divisions that indicate documents. The Fraxel brand uses a 10-column where you place type, images and other grid that provides flexibility when creating a elements on the page. The grid provides variety of collateral materials. the framework for your designs and ensures .8” 2.2” Ten vertical columns and seven Fraxel Brand Treatment logo horizontal rows divide the space on right top corner location of each page. A space of 0p9 should be used between each grid unit. Preferred logo placement on grid .8” bottom x height of logotype 2.2” left align logotype Images should always align within the grid Plan for empty space. INTRODUCTORY OFFER LIFE CHANGES YOUR SKIN. Save up to $XXX on your FRAXEL® TREATMENT REPAIRS IT. Fraxel Treatment Series Sometimes it’s polite to stare. Rejuvenate your skin. Results so dramatic you’ll For information, please contact: love looking in the mirror. Dr. Sample, M.D., F.A.C.S. xxxx Street Name, Ste. xxx Turn back the clock with Fraxel re:pair™ treatment. City, State xxxxx Imagine looking into the mirror and appearing as energetic, Call XYZ Office to schedule youthful and confident as you feel. your appointment With Fraxel re:pair treatment, dramatic results are just a single (456) 123-4567 ™ treatment away. This revolutionary new procedure delivers smoother, tighter skin … reduced wrinkles and improved tone www.webaddress.com and texture. All without surgery or prolonged downtime. Call us today to schedule your appointment. PN 10-04380-LS01 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:pair and the Fraxel re:pairtreatment are trademarks or registered trademarks of Reliant Technologies, Inc. Other names and brands may be claimed as the property of others. 00487 (01/08) Newspaper_repair_Mat_FullPage_Fin.indd 1 2/5/08 1:35:39 PM Text or images can span one-column or occupy multiple columns Allow space for side bar, it can occupy multiple columns 5.1
  • seCtIOn 5 – desIGn systeM When the Fraxel® Brand Identity guidelines and coming together and the strength and 5.2 Collateral and Advertising - Consumer graphic elements come together, they result in consistency of the total system. powerful, consistent marketing material which Faces of Fraxel reinforce the Fraxel brand attributes and project Faces of Fraxel a high-quality corporate image. Each individual Our Faces of Fraxel advertising campaign The following pages contain examples piece of Fraxel brand communication relates highlights the confident fresh faces and healthy of advertising and collateral material, to the larger Fraxel brand story and form a luminous skin of individuals who represent post highlighting the final design details, such strong structure of corporate communication. Fraxel treatment. as the key color palette for Fraxel products, The following pages demonstrate the pieces body text and logo placement. When selecting an image, show real people, simple background, eye contact, portraits with Use PMS7401 Fraxel Brand Treatment logo a clear focal point is more engaging cmyk mix on right top corner location 0.13” rounded corner with 0.25” 0.25” away from trim LIFE CHANGES YOUR SKIN. INTRODUCTORY OFFER FRAXEL® TREATMENT RESTORES IT. Save up to $XXX on your Turn back the clock with Fraxel re:store treatment. Fraxel Treatment Series Regain your youthful appearance with the revolutionary new Fraxel treatment. For information, please contact: Dr. Sample, M.D., F.A.C.S. Imagine going back to a time before you worshipped the sun, before xxxx Street Name, Ste. xxx teenage hormones made your skin break out, before your little one City, State xxxxx was even a glimmer on the horizon. Imagine waking up and not only Call XYZ Office to schedule feeling ten years younger, but also looking it. your appointment (456) 123-4567 Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous skin, with minimal downtime. Fraxel reduces the appearance of fine lines, sun spots and those dreaded wrinkles from around your eyes. www.webaddress.com When life changes your skin, call us today to learn how Fraxel treat- ment can help your restore it. LIFE CHANGES YOUR SKIN. INTRODUCTORY OFFER and brands may be claimedTechnologies, Inc. Fraxel , the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment are trademarks or registered trademarks of Reliant Technologies, Inc. PN 10-04432-LS04 Rev 1 ©2008 Reliant Other names as the property of others. 00534 (02/08) Transparency-Normal 45% FRAXEL® TREATMENT RESTORES IT. Save up to $XXX on your Turn back the clock with Fraxel re:store treatment. Fraxel Treatment Series 10-04432-LS04R1Fin_00534_restore_Blonde_FullPage_grey.indd 1 2/7/08 2:10:02 PM Regain your youthful appearance Legal text- Frutiger 45 Light with the revolutionary new Fraxel treatment. For information, please contact: 6/6pt U/L case. Color-100Blk Dr. Sample, M.D., F.A.C.S. LIFE CHANGES YOUR SKIN. INTRODUCTORY OFFER Imagine going back toFRAXEL TREATMENT RESTORES IT. ® a time before you worshipped the sun, before xxxx Street up to $XXX on your Save Name, Ste. xxx Turn back the clock with Fraxel re:store treatment. Fraxel Treatment Series City, State xxxxx teenage hormones made your skin break out, before your little one was even a glimmer on the horizon. youthful appearance not only Regain your Imagine waking up and Call XYZ Office to schedule feeling ten years younger, but also looking it. with the revolutionary new Fraxel treatment. your appointment please contact: For information, Dr. Sample, M.D., F.A.C.S. (456) 123-4567 Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous skin, with minimal downtime.going back to a time before you worshipped the sun, before Imagine Fraxel reduces the appearance of fine xxxx Street Name, Ste. xxx lines, sun spots and those dreaded wrinkles your skin break out, before your little one teenage hormones made from around your eyes. City, State xxxxx www.webaddress.com When life changes your skin, call us today the learn how Fraxel treat- and not only was even a glimmer on to horizon. Imagine waking up Call XYZ Office to schedule ment can help your restore it. years younger, but also looking it. feeling ten your appointment (456) 123-4567 Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous skin, with minimal downtime. Fraxel reduces the appearance of fine PN 10-04433-LS04 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment are trademarks or registered trademarks of Reliant Technologies, Inc. lines, sun spots and those dreaded wrinkles from around your eyes. www.webaddress.com Introductory offer heading-Frutiger 65 Bold 10pt all caps Other names and brands may be claimed as the property of others. 00534 (02/08) When life changes your skin, call us today to learn how Fraxel treat- ment can help your restore it. 10-04433-LS04_R1Fin_0534_restore_Latino_FullPage_grey.indd 1 2/7/08 2:17:29 PM Color-0c, 100m, 30y, 60k PN 10-04433-LS04 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment are trademarks or registered trademarks of Reliant Technologies, Inc. Other names and brands may be claimed as the property of others. 00534 (02/08) 10-04433-LS04_R1Fin_0534_restore_Latino_FullPage_grey.indd 1 2/7/08 2:17:29 PM Introductory offer text-Frutiger 55 Roman12/12pt U/L case Body text-Frutiger 45 Light 8/12pt U/L case. Color-100 blk Color-0c, 100m, 30y, 60k Second level Sub-heading-Frutiger 65 Bold 10/11pt U/L case. Color-100 blk Doctor Information text- Frutiger 55 Roman and 65 Bold 11/14pt U/L case. First level Sub-heading-Frutiger 55 Roman 8/11pt U/L case. Color-100 blk Color-0c, 100m, 30y, 60k Main heading-Frutiger 55 Roman and 65 Bold 14/15pt all caps. Color-100 blk Side bar color- 21c, 20m, 25y, 0k Transparency-Normal 35% 5.2
  • seCtIOn 5 – desIGn systeM The Fraxel Lifestyles advertising campaign the ad give the feeling of someone telling the 5.3 Collateral and Advertising - Consumer highlights individuals and their stories. “Life story of issues they have had with their skin and in progress” imagery and specific verbal how a specific Fraxel® Laser Treatment product Fraxel Lifestyles messaging, directly relating to the person in helped them regain their youthful appearance. When selecting an image, show real people, eye contact, portraits should always appear natural, not posed and with an over stylish blur should be avoided. “NO ONE CAN TELL I’ve spent a lifetime worshipping the sun.” Regain your youthful appearance INTRODUCTORY OFFER COMPANY with the revolutionary new Fraxel® treatment. Save up to $XXX on your Fraxel Treatment Series LOGO Now available at XYZ Office For information, please contact: Dr. Sample, M.D., F.A.C.S. YOUR CELL PHONE ISN’T ALL THAT NEEDS RECHARGING. “When I was a teenager, I would go to the beach and lie out as long as I could to get that golden tan. Since I’ve had xxxx Street Name, Ste. xxx Take time for you. Rejuvenate your skin. City, State xxxxx the Fraxel treatment, I don’t have any more brown spots or wrinkles around my eyes.” Call XYZ Office to schedule your appointment Fraxel re:fine™ treatment provides safe, gentle resurfacing for women in their 20s and 30s. Prevent or address the first signs (456) 123-4567 of aging such as fine lines and mild pigment problems— www.webaddress.com without downtime. PN 10-04416-LS02 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:fine and the Fraxel re:finetreatment are trademarks or registered trademarks of Reliant Technologies, Inc. Other names and brands may be claimed as the property of others. 00535 (03/08) 10-04416-LS02_R1Fin_00535_Refine_Brun_FullPage.indd 1 3/4/08 2:27:40 PM INTRODUCTORY OFFER REGAIN YOUR YOUTHFUL APPEARANCE Save up to $XXX on your with the revolutionary new Fraxel re:store™ treatment. Fraxel Treatment Series Results You Can See and Feel® Call us today to schedule your Fraxel® treatment consultation. For information, please contact: Dr. Sample, M.D., F.A.C.S. Career… family… friendship… home. No matter how crazy your xxxx Street Name, Ste. xxx schedule, there are some things you always nurture and protect. City, State xxxxx Shouldn’t your skin be one of them? Fraxel re:store™ treatment is a non-invasive treatment proven to reverse Call XYZ Office to schedule the signs of aging, wrinkles around the eyes, sun spots and acne scars. your appointment It induces collagen production helping your skin return to its original beautiful glow. You’ll get remarkable results with minimal downtime. (456) 123-4567 So call today to do something great for your skin. www.webaddress.com PN 10-04392-LS02 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment and Results You Can See and Feel are trademarks or registered trademarks of Reliant Technologies, Inc. in the United States and other countries. 00395 (01/08) Magazine_OnTheMove_FullPage_Fin.indd 1 2/5/08 12:28:51 PM 5.3
  • seCtIOn 5 – desIGn systeM Page 5.4 and 5.4.1 represent different color the consumer benefits of each product. The 5.4 Collateral and Advertising - Consumer treatment options for Fraxel product line color difference is subtle, a defined color area, advertising or collateral. The overall look of such as a bar or block and always the color Product Line Advertising each product, Fraxel re:store, Fraxel re:pair, treatment of the logo. See page 4.2 for the version 1 Fraxel re:fine is consistent. The differences are Fraxel Product Line Key Color Palette. The found in photo selection, color palette and following page shows another color option. copy points which visually and verbally describe “NO ONE CAN TELL I’ve spent a lifetime worshipping the sun.” lIFe ChanGes yOur skIn. INTRODUCTORY OFFER lIFe ChanGes yOur skIn. INTRODUCTORY OFFER FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your save up to $XXX on your Fraxel treatment series FRAXEL® TREATMENT RESTORES IT. turn back the clock with Fraxel re:store treatment. turn back the clock with Fraxel re:store treatment. Fraxel treatment series Regain your youthful appearance with the revolutionary new Fraxel treatment. For Information, please contact: Regain your youthful appearance with the revolutionary new Fraxel treatment. For Information, please contact: dr. sample, M.d.,F.a.C.s. dr. sample, M.d.,F.a.C.s. Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX teenage hormones made your skin break out, before your little one Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX City, state XXXXX teenage hormones made your skin break out, before your little one was even a glimmer on the horizon. Imagine waking up and not only City, state XXXXX Call XyZ office to schedule was even a glimmer on the horizon. Imagine waking up and not only feeling ten years younger, but also looking it. Call XyZ office to schedule your appointment. feeling ten years younger, but also looking it. Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous your appointment. Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous (456) 123-4567 skin, with minimal downtime. Fraxel reduces the appearance of the (456) 123-4567 skin, with minimal downtime. Fraxel reduces the appearance of the fine lines, sun spots and those dreaded wrinkles from around your fine lines, sun spots and those dreaded wrinkles from around your eyes. When life changes your skin, call us today to learn how Fraxel www.webaddress.com eyes. When life changes your skin, call us today to learn how Fraxel treatment can help your restore it. treatment can help your restore it. www.webaddress.com PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc. PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc. Fraxel re:store™ Fraxel re:pair® SkinEcologySystem YOUR CELL PHONE ISN’T ALL THAT NEEDS RECHARGING Take time for you. Rejuvenate our skin. lIFe ChanGes yOur skIn. INTRODUCTORY OFFER lIFe ChanGes yOur skIn. INTRODUCTORY OFFER FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your turn back the clock with Fraxel re:store treatment. Fraxel treatment series turn back the clock with Fraxel re:store treatment. Fraxel treatment series Regain your youthful appearance Regain your youthful appearance with the revolutionary new Fraxel treatment. For Information, please contact: with the revolutionary new Fraxel treatment. For Information, please contact: dr. sample, M.d.,F.a.C.s. dr. sample, M.d.,F.a.C.s. Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX teenage hormones made your skin break out, before your little one City, state XXXXX teenage hormones made your skin break out, before your little one City, state XXXXX was even a glimmer on the horizon. Imagine waking up and not only was even a glimmer on the horizon. Imagine waking up and not only Call XyZ office to schedule Call XyZ office to schedule feeling ten years younger, but also looking it. feeling ten years younger, but also looking it. your appointment. your appointment. Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous skin, with minimal downtime. Fraxel reduces the appearance of the (456) 123-4567 (456) 123-4567 skin, with minimal downtime. Fraxel reduces the appearance of the fine lines, sun spots and those dreaded wrinkles from around your fine lines, sun spots and those dreaded wrinkles from around your eyes. When life changes your skin, call us today to learn how Fraxel eyes. When life changes your skin, call us today to learn how Fraxel treatment can help your restore it. www.webaddress.com treatment can help your restore it. www.webaddress.com PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc. trademarks of Reliant Technologies, Inc. Fraxel Skin Ecology System Fraxel re:fine™ 5.4
  • seCtIOn 5 – desIGn systeM 5..4.1 Collateral and Advertising - Consumer Product Line Advertising version 2 “NO ONE CAN TELL I’ve spent a lifetime worshipping the sun.” lIFe ChanGes yOur skIn. INTRODUCTORY OFFER lIFe ChanGes yOur skIn. INTRODUCTORY OFFER FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your turn back the clock with Fraxel re:store treatment. Fraxel treatment series turn back the clock with Fraxel re:store treatment. Fraxel treatment series Regain your youthful appearance Regain your youthful appearance with the revolutionary new Fraxel treatment. For Information, please contact: with the revolutionary new Fraxel treatment. For Information, please contact: dr. sample, M.d.,F.a.C.s. dr. sample, M.d.,F.a.C.s. Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX teenage hormones made your skin break out, before your little one City, state XXXXX teenage hormones made your skin break out, before your little one City, state XXXXX was even a glimmer on the horizon. Imagine waking up and not only was even a glimmer on the horizon. Imagine waking up and not only Call XyZ office to schedule Call XyZ office to schedule feeling ten years younger, but also looking it. feeling ten years younger, but also looking it. your appointment. your appointment. Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous (456) 123-4567 (456) 123-4567 skin, with minimal downtime. Fraxel reduces the appearance of the skin, with minimal downtime. Fraxel reduces the appearance of the fine lines, sun spots and those dreaded wrinkles from around your fine lines, sun spots and those dreaded wrinkles from around your eyes. When life changes your skin, call us today to learn how Fraxel eyes. When life changes your skin, call us today to learn how Fraxel treatment can help your restore it. www.webaddress.com treatment can help your restore it. www.webaddress.com PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc. trademarks of Reliant Technologies, Inc. Fraxel re:store ™ Fraxel re:pair® skin ecology system YOUR CELL PHONE ISN’T ALL THAT NEEDS RECHARGING Take time for you. Rejuvenate our skin. lIFe ChanGes yOur skIn. INTRODUCTORY OFFER lIFe ChanGes yOur skIn. INTRODUCTORY OFFER FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your turn back the clock with Fraxel re:store treatment. Fraxel treatment series turn back the clock with Fraxel re:store treatment. Fraxel treatment series Regain your youthful appearance Regain your youthful appearance with the revolutionary new Fraxel treatment. For Information, please contact: with the revolutionary new Fraxel treatment. For Information, please contact: dr. sample, M.d.,F.a.C.s. dr. sample, M.d.,F.a.C.s. Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX teenage hormones made your skin break out, before your little one City, state XXXXX teenage hormones made your skin break out, before your little one City, state XXXXX was even a glimmer on the horizon. Imagine waking up and not only was even a glimmer on the horizon. Imagine waking up and not only Call XyZ office to schedule Call XyZ office to schedule feeling ten years younger, but also looking it. feeling ten years younger, but also looking it. your appointment. your appointment. Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous skin, with minimal downtime. Fraxel reduces the appearance of the fine lines, sun spots and those dreaded wrinkles from around your (456) 123-4567 skin, with minimal downtime. Fraxel reduces the appearance of the fine lines, sun spots and those dreaded wrinkles from around your (456) 123-4567 eyes. When life changes your skin, call us today to learn how Fraxel eyes. When life changes your skin, call us today to learn how Fraxel treatment can help your restore it. www.webaddress.com www.webaddress.com treatment can help your restore it. PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc. trademarks of Reliant Technologies, Inc. Fraxel SkinEcologySystem Fraxel re:fine™ 5.4.1
  • seCtIOn 5 – desIGn systeM Page 5.5 and 5.5.1 represent the front and words and demonstrates how key messages 5.5 Collateral and Advertising - Consumer back of a Fraxel brand corporate brochure. This in text can be highlighted to quickly convey brochure successfully tells the Fraxel Brand an idea. This combined with the bubble photo Fraxel Family of Products story through creative verbal messaging, key design creates a dialogue with the consumer. Frutiger 65 Bold 27/40pt U/L case Frutiger 55 Roman 7pt All Caps Random size Bubbles graphic element with solid color Fraxel Skin Science ® Frutiger 65 Bold 11/14pt All Caps • Fraxel treatment is a safe, noninvasive procedure. • See results after just one treatment. • Reduce the appearance of D E TA I L Slines, sun spots and “Something’s different about you.” < fine I N S I D E those dreaded wrinkles around your eyes. • Rejuvenate the skin around your neck, chest and Fraxel Skin Science ® hands, too. • Ask your physician about Fraxel treatment or visit It could only be one thing ... www.fraxel.com/newbeauty to learn more. • Fraxel treatment is a safe, noninvasive procedure. Fraxel treatment turns back the clock. Imagine going back to a time before you wor- • See results after just one treatment. shipped the sun, before teenage hormones made your skin break out, before your lit- • Reduce the appearance of fine lines, sun spots and tle one was even a glimmer on the horizon. Imagine waking up and not only feeling “Something’s different about you.” those dreaded wrinkles around your eyes. 10 years younger, but also looking it. Now imagine your friend asking you why you • Rejuvenate the skin around your neck, chest and look so radiant, and you honestly answer – it’s Fraxel treatment. hands, too. • Ask your physician about Fraxel treatment or visit www.fraxel.com/newbeauty to learn more. FRAXEL SKIN SCIENCE IS A COMPLETE SKINCARE SOLUTION N O M AT T E R Y O U R S TA G E I N L I F E O R S K I N C A R E G O A L S . wrinkles and fine lines To find a physician in your area, visit fraxel.com/newbeauty ® or call 888-4FRAXEL. ® © 2007 Reliant Technologies, Inc. All rights reserved. Fraxel, Fraxel re:fine, Fraxel re:store, Fraxel re:pair, the Fraxel logo and Results You Can See and Feel are trademarks or registered age and sun spots trademarks of Reliant Technologies, Inc. in the United States and other countries. (12/07) To find a physician acne scars in your area, visit fraxel.com/newbeauty PMS8001 Frutiger 55 Roman and Bold ® ® or call 888-4FRAXEL. 13/24pt U/L case ® © 2007 Reliant Technologies, Inc. All rights reserved. Fraxel, Fraxel re:fine, Fraxel re:store, Fraxel re:pair, the Fraxel logo and Results You Can See and Feel are trademarks or registered trademarks of Reliant Technologies, Inc. in the United States and other countries. (12/07) Bubble graphic element with Frutiger 55 Roman 14/23pt and 65 Bold cropped image 16/23pt U/L case < D E TA I L S INSIDE Fraxel Skin Science ® • Fraxel treatment is a safe, noninvasive procedure. • See results after just one treatment. • Reduce the appearance of fine lines, sun spots and “Something’s different about you.” those dreaded wrinkles around your eyes. • Rejuvenate the skin around your neck, chest and hands, too. • Ask your physician about Fraxel treatment or visit It could only be one thing ... www.fraxel.com/newbeauty to learn more. Fraxel treatment turns back the clock. Imagine going back to a time before you wor- FRAXEL SKIN SCIENCE IS A COMPLETE SKINCARE SOLUTION N O M AT T E R Y O U R S TA G E I N L I F E O R S K I N C A R E G O A L S . shipped the sun, before teenage hormones made your skin break out, before your lit- tle one was even a glimmer on the horizon. Imagine waking up and not only feeling 10 years younger, but also looking it. Now imagine your friend asking you why you wrinkles and fine lines look so radiant, and you honestly answer – it’s Fraxel treatment. age and sun spots To find a physician acne scars in your area, visit fraxel.com/newbeauty or call 888-4FRAXEL. © 2007 Reliant Technologies, Inc. All rights reserved. Fraxel, Fraxel re:fine, Fraxel re:store, Fraxel re:pair, the Fraxel logo and Results You Can See and Feel are trademarks or registered trademarks of Reliant Technologies, Inc. in the United States and other countries. (12/07) Full page 5.5
  • seCtIOn 5 – desIGn systeM “No one can 5.5.1 Collateral and Advertising - Consumer guess my age.” Fraxel Family of Products To find a physician in your area, visit fraxel.com/newbeauty or call 888-4FRAXEL. Fraxel brand Frutiger 55 Roman 12/16pt and “No approved 65 Bold 14/16pt U/L case gue abstract image To find a physician in your area, visit ® FRAXEL SKIN SCIENCE IS A COMPLETE SKINCARE SOLUTION. fraxel.com/newbeauty or call 888-4FRAXEL. “No one can guess my age.” “My husband told me I look as beautiful as the day he met me.” FRAXEL SKIN SCIENCE IS A COMPLETE SKINCARE SOLUTION. “The days of my skin flaws “My husband told me are a distant memory.” I look as beautiful as “The days of my skin flaws the day he met me.” are a distant memory.” “Between shuttling the kids to and from school and Fraxel re:store treatment ™ “I’m always juggling meetings and conference calls, so When years of sun exposure and “A facelift was not an option, because I felt that I really Fraxel re:pair treatment ™ soccer practice, I have a hectic schedule. So when I asked is great for skin flaws that aren’t due to the aging I asked my dermatologist about skin-freshening options the aging process begin to take their toll, Fraxel re:store™ didn’t want to have surgery. The results have been over- “The days of my skin flaws is geared toward women in their 50s and 60s who are my dermatologist what I could do for my acne scars, he = process, such as acne scars that would fit my schedule. She recommended Fraxel = treatment is the gold standard whelming; all my friends and family have asked what I’ve = are a distant memory.” looking for a significant recommended Fraxel re:store™ treatment. After a few ses- and discoloration caused by re:store™ treatment because I can get back to business for treating fine lines around the done to my face. They knew that I hadn’t been out of resurfacing procedure to pregnancy-related hormone eyes, wrinkles, age spots and treat deeper wrinkles and sions, I was thrilled with the results, and I was able to pick immediately after treatment.” commission for a very long period of time.” fluctuations (melasma). poor texture. skin laxity. the kids up right after each treatment.” age 34 |Rose S., super mom, Los Angeles, CA Fraxel re:store! age 40 |Jamie S., VP in advertising, Livingston, NJ Fraxel re:store! age 63 |Sarah R., retired, Chicago, IL Fraxel re:pair! “No one can tell I’ve spent “A facelift was not an option, because I felt that I really a lifetime worshipping the sun.” Fraxel re:pair treatment ™ is geared toward women in didn’t want to have surgery. The results have been over- “When I was a teenager, I would go to the beach and lie “Between shuttling the kids to and from school and their 50s and 60s who are Fraxel re:fine treatment pro- ™ Fraxel re:store treatment ™ “I’m always juggling meetings and conference calls, so When years of sun exposure and vides safe, gentle resurfacing is great for skin flaws that the aging process begin whelming; all my friends and family have asked what I’ve = looking for a significant out as long as I could to get that golden tan. Since I’ve soccer practice, I have a hectic schedule. So when I asked I asked my dermatologist about skin-freshening options for women in their 20s and aren’t due to the aging to take their toll, Fraxel re:store™ = had the Fraxel treatment, I don’t have any more brown = 30s. Prevent or address the my dermatologist what I could do for my acne scars, he process, such as acne scars that would fit my schedule. She recommended Fraxel = treatment is the gold standard spots or wrinkles around my eyes.” first signs of aging such as fine recommended Fraxel re:store™ treatment. After a few ses- and discoloration caused by re:store™ treatment because I can get back to business for treating fine lines around the “I’m always juggling meetings and conference calls, so When years of sun exposure and lines and mild pigment prob- sions, I was thrilled with the results, and I was able to pick pregnancy-related hormone “A facelift was not an option, because I felt that I really immediately after treatment.” eyes, wrinkles, age spots and Fraxel re:pair I asked my dermatologist face.skin-freshening optionsre:fine done to my about They knew that I hadn’t been out the aging process beginof resurfacing procedure to lems—without downtime. fluctuations (melasma). poor texture. the kids up right after each treatment.” is geared tow Fraxel age 35 |Trisha C., healthcare consultant, Miami, FL Fraxel re:store ! age 34 |Rose S., super mom, Los Angeles, CA ! didn’t want to have surgery. The results haveFraxel re:store | been over- age 40 Jamie S., VP in advertising, Livingston, NJ ! to take their toll, Fraxel re:store treat deeper wrinkles and ™ their 50s and commission for a very long period of time.” that would fit my schedule. She recommended Fraxel = treatment is the gold standard Frutiger font symbol 16/28pt whelming; all my friends and family have asked what I’ve 0.13” rounded corner = looking for a skin laxity. re:store™ treatment because I can get back to business for treating fine lines around the done to my face. They knew that I hadn’t been out of resurfacing p eyes, wrinkles, age spots and treat deeper immediately after treatment.” 11/16pt U/L case Frutiger Light commission for a very long period of time.” Frutiger Roman and Bold 17/21pt U/L case 63 |Sarah R., retired, Chicago, IL age poor texture. Fraxel re:pair! skin laxity. age 40 |Jamie S., VP in advertising, Livingston, NJ Fraxel re:store! age 63 |Sarah R., retired, Chicago, IL Fraxel To find a physician in your area, visit FRAXEL SKIN SCIENCE IS A COMPLETE SKINCARE SOLUTION. fraxel.com/newbeauty or call 888-4FRAXEL. “No one can guess my age.” “My husband told me I look as beautiful as the day he met me.” “The days of my skin flaws are a distant memory.” “No one can tell I’ve spent a lifetime worshipping the sun.” “When I was a teenager, I would go to the beach and lie Fraxel re:fine treatment pro- “Between shuttling the kids to and from school and Fraxel re:store treatment “I’m always juggling meetings and conference calls, so When years of sun exposure and “A facelift was not an option, because I felt that I really Fraxel re:pair treatment vides safe, gentle resurfacing is great for skin flaws that the aging process begin is geared toward women in out as long as I could to get that golden tan. Since I’ve soccer practice, I have a hectic schedule. So when I asked I asked my dermatologist about skin-freshening options didn’t want to have surgery. The results have been over- for women in their 20s and aren’t due to the aging to take their toll, Fraxel re:store their 50s and 60s who are had the Fraxel treatment, I don’t have any more brown = 30s. Prevent or address the my dermatologist what I could do for my acne scars, he = process, such as acne scars that would fit my schedule. She recommended Fraxel = treatment is the gold standard whelming; all my friends and family have asked what I’ve = looking for a significant spots or wrinkles around my eyes.” first signs of aging such as fine recommended Fraxel re:store treatment. After a few ses- and discoloration caused by re:store treatment because I can get back to business for treating fine lines around the done to my face. They knew that I hadn’t been out of resurfacing procedure to lines and mild pigment prob- pregnancy-related hormone eyes, wrinkles, age spots and treat deeper wrinkles and sions, I was thrilled with the results, and I was able to pick immediately after treatment.” commission for a very long period of time.” lems—without downtime. fluctuations (melasma). poor texture. skin laxity. the kids up right after each treatment.” age 35 |Trisha C., healthcare consultant, Miami, FL Fraxel re:fine! age 34 |Rose S., super mom, Los Angeles, CA Fraxel re:store! age 40 |Jamie S., VP in advertising, Livingston, NJ Fraxel re:store! age 63 |Sarah R., retired, Chicago, IL Fraxel re:pair! Full page 5.5.1
  • seCtIOn 5 – desIGn systeM All Fraxel® brand collateral and advertising press sources. To help in distinguish products, 5.6 Collateral and Advertising - B2B targeted to business audience groups, i.e., each product has been designated a unique Physicians and Clinicians, are designed and color. The Product Line Key Color Palette can Product Collateral written differently from consumer material be found on page 4.2. Product line color usage to better present Fraxel products to this is subtle, highlighting a color bar, block or audience. Copy points are concise and much head or subhead text color. The product line of the text is bulleted or used as call-outs descriptor is always treated to conform with to scientific illustrations, before and after the guidelines found on page 2.6. photography or testimonials from doctors or FRAXEL® LASER Practice Builder FRAXEL® LASER Practice Builder Fraxel re:store™ LASER BRINGING ADVANCED INTELLIGENCE TO THE SKIN Available Marketing Materials The Fraxel re:store™ laser comes from the vision of Reliant WELCOME Technologies, an industry-leading team of prominent laser scientists, clinicians and biomedical engineers. The Fraxel re:store™ TO THE FRAXEL® LASER PRACTICE BUILDER laser combines proprietary advancements in optical technology with medical software offering physicians a treatment option that CONSIDER YOUR MEDIA, ACTIVATE YOUR MESSAGE penetrates up to 1.4 mm, delivering consistent dosage control and optimizing lesion depths with variable spot size determined by Fraxel® Laser Practice Builder materials are designed to be flexible to fit indication. This leap in technology provides patients a best-in-class, a variety of media, so you can tailor your marketing approach to the safe and effective, noninvasive treatment option for skin conditions business needs of your practice. ranging from mild sun damage to severe acne scarring. sCannInG: DIRECT MARKETING Great as a patient reminder, cross-selling tool or as • Patented control system assures a uniform treatment outreach to potential patients. Premium feel, direct • By utilizing a microscopic single beam delivery system, the Fraxel message and lasting in-home impact. lasers are able to offer precise laser treatment NEWSPAPER ADVERTISING • The Fraxel re:store™ laser’s Intelligent Optical Tracking® System (IOTS) adjusts for hand speed, features software that determines Perfect for reaching a new potential patient audience with immediate, appointment-driving promotions or Fraxel re:pair™ LASER specials. Quick to implement and time-sensitive for ideal spot density quick, measurable results. R E L I A N T T E C H N O L O G I E S , I NC. • The result is a fast, safe, controlled and predictable treatment Defining a new standard for aesthetic LOCAL AND REGIONAL MAGAZINE ADVERTISING laser skin treatment “In my 20 years of using lasers, I have not seen an ablative technology safely capable of OPtIMIZed sPOt sIZe Deliver the Fraxel® laser message in a lifestyle context that reaches patients when they are truly focused on targeting all of the elements of severe photodamage on and off the face, including the • The Fraxel re:store™ laser features a patent-pending automatic themselves and immersed in their favorite read. Rich, delicate neck and chest regions. It is now possible with the Fraxel re:pair system.” telescopic spot size adjustment system that optimizes the variable full-color imagery in just the right media environment. and micro spot size for each energy setting a. Jay Burns, Md WEB ADVERTISING • This results in less heat being unnecessarily spread to the Strategic placement on local and regional search and surrounding tissue, minimizing patient discomfort, yet able to directory sites ensures your practice is the go-to answer patients need when seeking treatment information. penetrate to 1.4 mm Clickable, direct-to-practice messaging delivering answers to the questions patients are seeking online. FMDA™ Features: FDDA™ saFe and eFFeCtIve Professional. Effective. Customized. • Advanced Fractional Scanning Technology During treatment, the Fraxel re:pair laser’s microscopic Reliant Technologies, Inc Market your practice. Build your Fraxel® laser business • Variable spot size specific to treatment, including depth spot delivery creates small columns of skin that are 464 Ellis Street Tissue Shrinkage Mountain View, CA 94043 888-4FRAXEL (437-2935) ablated up to a depth of 1.6 mm. Up to 6 grams of www.fraxel.com • Precise dosimetry for patient comfort and targeted indications tissue is removed in an average treatment – more PN 10-03894 Rev 2 ©2007 Reliant Technologies, Inc. All rights reserved. Fraxel and the Fraxel dots logo are trademarks or registered trademarks of Reliant Technologies, Inc. in the United States and other countries. 00417 (11/07) • Enhanced speed of laser treatment delivery than 85 percent of which is dermal. This precise tissue • FDA-cleared and CE-marked for noninvasive treatment for skin targeting and deliberate tissue sparing dramatically conditions ranging from mild sun damage to severe acne reduce healing time and post-operative wound care. scarring • Higher energy levels Fast and unIFOrM treatMent Fraxel Product Line Key The Fraxel re:pair laser uses a patent pending Advance Color Palette is used to define Delivery System that enables you to treat 4 times faster and in more uniform manner than any other fractional products in the Fraxel line. ablative resurfacing device on the market. Color highlights should be mm 0.0 0.1 draMatIC results subtle using a color bar, color 0.2 0.3 After treatment, 90 percent of subjects treated for photodamage and laxity experienced moderate to block or rule line. 0.4 significant improvement in the indices of photoaging. 0.5 In addition, no cases of delayed onset hypopigmentation 0.6 have been seen with up to 24 months of follow up. 0.7 A significant reduction in the duration and severity of 0.8 post-treatment downtime was observed with respect 0.9 Increased Pulse Energy to conventional CO2 laser treatments, even for treatment 1.0 of delicate tissue areas on and off the face. Epidermal This composite of micro-lesions produced at various pulse energies shows a near-linear increase in ablation re-epithelialization occurs in as little as 48 hours and and lesion depths as a function of increasing pulse regular activity can resume in as few as 5 days. energy, as well as consistency of the coagulation zone. Skin specimens (on right) were paraffin embedded and stained with H&E. “The results we are achieving with the Fraxel re:pair system are remarkable by any standard, approaching those of a facelift, with very few complications and limited downtime.” ChrIs ZaChary, Md Businesses to Business product messaging features short concise, often, bulleted messaging. Scientific illustrations are shown and testimonials from doctors or press sources provide industry credibility, 5.6
  • seCtIOn 5 – desIGn systeM 5.6.1 Collateral and Advertising - B2B Product Collateral INDIVIDUAL PRODUCTS IN-OFFICE PRODUCTS How Supplied Antioxidant Infusion Serum – 0.5 FL OZ (15 mL) Supplied in a self-contained amber glass dropper. Key ingredients include: Water (Aqua), Sorbeth-2 Hexaoleate, Glycerin, Sclerotium Gum, Lauryl PEG-8 Dimethicone, Tocopheryl Acetate, Retinyl Palmitate, Glyceryl Stearate, PEG-100 Stearate, Dipotassium Glycyrrihizate, Magnesium Ascorbyl Phosphate, Sodium Hyaluronate, Sambucus Nigra (Elderberry) Fruit Extract, Trifolium Pratense (Clover) Flower Extract, Camellia Sinensis (Green Tea) Leaf Extract, Sorbitan Stearate, Citric Acid, Butylene Glycol, Methylparaben, Propylparaben, Phenoxyethanol deep hydration mask post treatment antioxidant Daily Moisturizer with SPF 30 – 2.5 FL OZ (75 mL) serum HFA complex ACTIVE INGREDIENTS: Homosalate (10.0%), Octinoxate (7.5%), Oxybenzone (5.0%). INACTIVE INGREDIENTS: Water (Aqua), Glycereth-6 Tricocoate, Sorbeth-2 Hexaoleate, Lauryl PEG-8 Dimethicone, Glyceryl Stearate, PEG-100 Stearate, Tocopheryl Acetate, Retinyl Palmitate, Fraxel Product Line Key FRAXEL® SKIN ECOLOGY SYSTEMCAREENDS WHEN Tetrahexyldecyl Ascorbate, Sodium Hyaluronate, Panthenol, Sambucus Nigra (Elderberry) Color PaletteTHE ONLY define (2 mL) ® is used to SKINCARE SYSTEM SPECIFICALLY DEVELOPED THE CONTINUUM OF BEGINS Fruit Extract, Trifolium Pratense (Clover) Flower Extract, Dipotassium Glycyrrihizate, Butylene Deep Hydration Masks Antioxidant Infusion Glycol, Acrylates/C10-30 Alkyl Acrylate Crosspolymer, Aminomethyl Propanol, Caprylyl Glycol, Packaged in boxes of ten masks for Serum Unidoses professional use (not for resale) Available in boxes of FRAXELplastic FOR 50 individual LASER TREATMENT THE PROCEDURE products in developing the Fraxel Skin Ecology System, Reliant Technologies had a clear-cut advantage. We tapped the Fraxel line. bottles Chlorphenesin, Phenoxyethanol unidose In In-office use of the Fraxel Skin Ecology System provides a seamless transition to an effective, structured The Fraxel Skin Eco Color highlights shouldfrom over 350,000 Fraxel laser procedures conducted by more than 3,500 physicians the experience gained be worldwide. Above all, we learned that the products need to: skincare regimen. The system not only takes the guesswork out of post-treatment care, it also elevates the level of ongoing compliance. It does this throughout the treatment cycle: before, during and after with comforting re optimal products fo Foaming Cleanser – 3.3 FL OZ (100 mL) The Fraxel Skin Ecology Foaming Cleanser was developed to minimize skin irritation through subtle using a colorsoothe and protect the skin throughout the treatment cycle Moisturize, bar, color Fraxel laser treatments. structured patient r care in between Fra Be safe and simple to use From the patients’ perspective, since a skincare regimen is important and valuable, they expect their clinician incredible aesthetics and its soft texture. Key ingredients include: Water (Aqua), Sodium block or rule Use natural ingredients and avoid potentially sensitizing fragrances line. not just to recommend it, but to use it in conjunction with their treatment. Using the specially created In-Office maintenance there GUIDE Laurylglucosides Hydroxypropyl Sulfonate, Disodium Cocoamphodipropionate, Glyceryl Monolaurate, Stearyldimoniumhydroxypropyl Lauryl Glucosides Chloride, Cocamidopropyl PG-dimonium Chloride Products immediately after treatment allows each patient to experience, first-hand, the benefits of the Fraxel Comprise a comprehensive regimen that begins the moment treatment ends Phosphate, PEG-120 Methyl Glucose Dioleate, Cocamidopropyl Betaine, Sodium Hyaluronate, Skin Ecology System. Trifolium Pratense (Clover) Flower Extract, Camellia Oleifera (Green Tea) Leaf Extract, Sambucus Our physicians wanted a system they could turn to with confidence, one developed and tested by leading Nigra (Elderberry) Fruit Extract, Tetrahexyldecyl Ascorbate, Tocopheryl Acetate, Polysorbate 20, dermatologists with Fraxel laser experience. In short, an effective and unique skincare program to complement Disteareth-75 IPDI, Phenoxyethanol, Caprylyl Glycol, Chlorphenesin Fraxel Laser Treatment. All Fraxel Skin Ecology products are dermatologist tested, hypoallergenic, soap free and fragrance free. Deep Hydration Apply along with A Deep Hydration Mask (Post Treatment) Foaming Cleanser SPF Moisturizer Packets (2 mL) Infusion Serum for 3.3 FL OZ (100 mL) The HFA Complex™ Available in boxes of morning and evenin Hydrogels and foams have long been employed in wound care to moisten and protect healing skin. Packaged as individual bottles 50 individual packets first 48 hours post The Deep Hydration Mask utilizes unique technology to provide evaporative cooling and to hydrate As a fundamentally sound skin care system, the Fraxel Skin Ecology System includes efficacious natural ingredients PHYSICIAN (Also sold as a separate the skin. The outer layer is open cell foam. The hydrogel is in contact with the skin. and avoids unnecessary chemicals and superfluous ingredients. The HFA Complex is contained in all products, excluding the masks and includes: THE FRAXEL SKIN ECOLOGY Hyaluronic Acid (HA): A connective tissue derivative that hydrates the skin through its water SOLUTION retention properties The benefits of Fraxel laser treatment do not have to end when patients leave your Green Tea Infusion Mask (Maintenance) office. Now physicians can offer their patients a complete solution to extend the Flavonoids: Natural plant ingredients that neutralize damaging free radicals. For example, Elderberry Unlike other infusion products that employ plant extracts, the green tea infusion mask contains natural green tea leaf for sustained release over the duration of application. positive effects of Fraxel laser treatment through a line of unique skin care products contains high levels of anthocyanidins (cyanidins) and flavonols (quercetin) The green tea leaf is suspended within the hydrogel. developed exclusively for Fraxel physicians. This custom-formulated line of skin care Ascorbic Acid: Vitamin C protects cells from oxidative damage products complements light-based treatments and allows patients to continue the positive rejuvenation of their skin between treatments. A Skincare System as Unique as the Fraxel Laser Hydrating Night Cream – 1.5 FL OZ (42 g) (Maintenance) “It’s not just ingredients that are important; it’s how they are delivered to the skin. To hold together the oil and This unique formula delivers optimum hydration to the skin. Key ingredients include: Water (Aqua), water phases of emulsions, most topical preparations utilize potentially irritating ingredients. Olea Europaea (Olive) Fruit Oil, Glycereth-6 Tricocoate, Sorbeth-2 Hexaoleate, Butyrospermum Reliant Techologies, Inc The Deep Hydration Mask is designed to fit a range of facial sizes and shapes. Parkii (Shea Butter), Glycerin, Glyceryl Stearate, PEG-100 Stearate, Polyacrylamide, Lauryl PEG-8 464 Ellis Street Non-irritating Delivery System: The HFA Complex Mountain View, CA 94043 Dimethicone, Panthenol, Tocopheryl Acetate, Retinyl Palmitate, Tetrahexyldecyl Ascorbate, Fraxel r e : s t o r e ™ L A S E (437-2935) 888-4FRAXEL R products utilize a proprietary delivery system combining EFA Sodium Hyaluronate, Sambucus Nigra (Elderberry) Fruit Extract, Trifolium Pratense (Clover) Flower sorbitol, polar molecules and essential fatty acids (EFA). The PN 10-03599 Rev 5 ©2007-2008 Reliant Technologies, Inc. All rights reserved. Fraxel, the Fraxel dots logo and HFA Complex are IN-OFFICE POST-TREATMENT PROTOCOL: Extract, Camellia Sinensis (Green Tea) Leaf Extract, Butylene Glycol, C13-14 Isoparaffin, Laureth-7, trademarks or registered trademarks of Reliant Technologies, Inc. in the United States and other countries. resulting 00492 (02/08) formulations deliver antioxidants to the surface of Phenoxyethanol, Caprylyl Glycol, Chlorphenesin POLAR ACTIVE Immediately after treatment and removal of any residual topically-applied ointment, ZONE the skin while minimizing the potential for irritation. EFA EFA proceed as follows: Deep Hydration and Green Tea Infusion Masks: 1. Instruct the patient to cleanse skin with the Fraxel foaming cleanser and water. Specially designed to complement Fraxel laser treatment, these full-face masks are made of medical grade open cell 2. Apply the 2 mL unidose of Antioxidant Infusion Serum to the patient’s face. SORBITOL ASCORBIC HA ACID foam coupled with a polyurethane hydrogel. They provide 3. Position the Deep Hydration Mask on the patient’s face after peeling off the evaporative cooling and deep hydration post-treatment protective plastic. Place the moist side against the face. The mask should remain as well as deliver antioxidants to the skin for maintenance in place for 15 minutes. An ice pack can be applied over the mask for between treatments. additional cooling. FLAVONOIDS EFA EFA 4. After removing the mask, apply a thin layer of Fraxel Daily Moisturizer (2 mL packet) to the skin. 5. Recommend the Fraxel Skin Ecology System kit and the Hydrating Night Cream for Foaming Cleanse This HFA Complex in-office sales to the patient. (See next page.) soap free cleanse 6. Advise patient to follow package insert instructions. should be used a necessary. Reliant Technologies: Pioneering Fractional Resurfacing Fraxel re:store LASER ™ Fraxel® lasers come from the vision of Reliant Technologies, an industry-leading team of prominent laser scientists, clinicians and biomedical engineers. Originally this team sought to: with minimal downtime. lesions through intelligent scanning and dosage control. Their effort culminated in the release of the Fraxel laser in 2004, which defined a new standard for aesthetic laser treatment. Fraxel approved abstract images reproducible clinical results for multiple indications. can be used as highlights, or as in this case, to define “negative” cover space. Reliant Technologies at a Glance physicians and on-staff RNs the industry States with worldwide distribution resurfacing treatments ® laser brand is a registered The Fraxel re:store™ Laser – Nothing Compares two 5.6.1
  • seCtIOn 5 – desIGn systeM This Fraxel Open House Invitation demonstrates glamour along with the innovation and quality 5.7 Collateral and Advertising the creative use of approved abstract of Fraxel Laser Treatment Products. To add photography and how it successfully conveys elegance, we have allowed the use of a script Invitation 1 the Fraxel Brand Attributes. This simple font. At no other time will another font be communication vehicle presents a look of accepted. Bickham Script Pro 31/32pt U/L case Fraxel approved abstract image Frutiger 57 Cond 11/16pt U/L case Frutiger 65 Bold 20/24pt all caps Fraxel Brand Logo Bickham Script Pro 26pt U/L case 5.7
  • seCtIOn 5 – desIGn systeM This second example of an invitation also uses a company other than Fraxel, arrange it on 5.8 Collateral and Advertising the approved invitation script font (see previous the page far enough from away from the page) and introduces the use of a partner Fraxel logo as to not be confused as a Fraxel Invitation 2 Brand Logo (usually the host location for the product. No more than one partner logo will be event). When placing a logo representing permitted per application. Bickham Script Pro 31/32pt U/L case (see previous page for usage) THE ART OF LIVING WELL. THE SCIENCE OF AGING BEAUTIFULLY. You’ve earned a few wrinkles, but you don’t have to keep them! Sun, pollution, stress and fatigue can damage your skin. Now, through science and technology, you can reverse the damage and bring back the radiant skin of your youth. We are pleased to announce the arrival of the original and authentic Fraxel treatment to our practice. Fraxel is the pioneer ® of the revolutionary laser skin rejuvenation you have been hearing about. If achieving smoother, tighter skin, reduced wrinkles and improved tone and texture – without surgery – interests you, please join us for this exclusive event. SK sanctuary 6919 La Jolla Boulevard Postage Thursday, June 12, 2008 La Jolla, CA 92037 Stamp Here 6:00 pm – 8:00 pm SK Sanctuary 6919 La Jolla Boulevard La Jolla, CA 92037 RSVP to Roxann Rich: 858.459.2400 or rrich@sk-sanctuary.com PLEASE JOIN US All attendees will receive special discounts on all featured procedures and products. FOR AN EXCLUSIVE You will have the chance to learn more about the Science of Fraxel, EVENING OF BEAUTY ask questions and meet others just like you who are interested in this safe, non-invasive treatment. Please join us. space is limited, so call today. 858.459.2400 PN 15-04495-LS01 Rev 1 © 2008 Reliant Technologies, Inc. All rights reserved. Fraxel and the Fraxel dots logo are trademarks or registered trademarks of Reliant Technologies, Inc. in the U.S. and in other countries. Other names and brands may be claimed as the property of others. 00568 (05/08) Address area which can include a Partnering organization’s Logo. Fraxel approved abstract image Fraxel approved Evening of Beauty photo 5.8
  • seCtIOn 5 – desIGn systeM Online, the Fraxel brand image takes on a luxurious, confident appearance. The content 5.9 Collateral and Advertising compelling look and feel while remaining pages remain clean and very accessible, while consistent with the Brand Identity Guidelines. the abstract images are, once again, introduced Fraxel.com Here, portrait photography is placed on top as containers for important content and of abstract images to present a contemporary, headline text. 5.9